Alpitour World S.p.A.

Alpitour and Francorosso radio advertising scripts

Main character 

Alpitour, Francorosso

branding, copywriting
Release date 
February 2014

What does it mean, in a few words, to create the script for a radio advertisement? It means to tell a story strong enough to contain, in only 30 seconds, a commercial message with irony, ability to synthesize and clarity. That’s what we’ve done for the brands Alpitour and Francorosso, who have asked us to find the right words and tone of voice to talk about their Easter holidays offers towards the Red Sea. Only 30 seconds to enclose the philosophy of the two Alpitour Group brands and differentiate them, also sketching the target audience out. Therefore, concerning Francorosso, we envisioned a thirty year old woman who confesses her mother the enthusiasm for the forthcoming holiday for two in an exclusive oasis of relaxation.

The protagonist of the Alpitour spot, on the other hand, is a father who’s telling his child a bedtime story that slowly turns into reality: it’s the Italian holiday par excellence, with sports and good food for the parents and exciting entertainment activities for the little ones.